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Final ReportEST. Cola Among MUIC Students

22nd March 2013 Marketing Research II ICMK318 (Aj. Varavuth Chintaradeja)

This document contains copyrighted and/or trade secret information belonging exclusively to MUIC Students: EST groupAny unauthorized use, disclosure, dissemination, or duplication of the information contained herein may result in liability under applicable laws.

MUIC Students: EST Group999 Phuttamonthon 4 Road, Salaya, Nakhon Pathom 73170

Tel: 66 (0) 2441 5090 Fax: 66 (0) 2441 9745

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I. Background and ObjectiveII. MethodologyIII. Respondent

• Criteria, Size and DistributionIV. Quantitative Main FindingsV. Qualitative Main FindingsVI. Summary and Recommendation

Pagexxxxxx

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Content

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Research Background

Serm-Suk had been authorized to produce and distribute Pepsi products in Thailand for almost 60 years since 1953, until a recent discontinuity of the authorization contract from the parent company in the USA. As a result, Serm-Suk Company established EST Cola brand with their own formula. Moreover, a massive distribution network size of Serm-Suk, along with various marketing activities, contribute to their ability to replace Pepsi products with EST products in a very short period of time

Since it is a new brand in a vey competitive market, it is essential to identify the main attributes for Serm-Suk to effectively and efficiently emphasize on, and also gain knowledge and understanding towards the consumers, in terms of attitude and behaviour

In order to gain the insightful, meaningful, and directed information, it is strongly recommended to obtain the data from one of the actual target consumer group, which is the university students (ie. MUIC students)

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Research Objectives

To identify and understand the consumer behaviour (consumption) towards soft-drink products.

To identify the attitude among cola products in general, not specific to any cola brands.

To identify the deciding Factors towards purchasing cola products, implying the most and the least important factor in purchasing this kind of product.

To identify the attitude and perception, specifically towards EST cola products.

To compare some of the important attributes from three major cola brands.

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Methodology: Approach

This study uses quantitative research method, specifically face-to-face interviews. We decide to use this type of interview because of the limitations of time. Face-to-Face interview is one of the most popular type of research method, provides the ability to the interviewers to explain the questions to the respondents, to ensure the accuracy information obtained.

The Interviewers can also observe certain behaviours or actions of the respondents in specific questions that are possible in other quantitative interview methods, such as Mail survey.

There are only one target group of respondents in this study, which is MUIC students (undergraduate degree)

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Methodology: Pre-Survey procedures

We used questionnaire surveys to obtain the information, and each members understand the questions and realize the expected and potential answers

We verified the accuracy and suitability of each questions by conducted the pilot survey before the actual survey

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Methodology: Criteria and Size

Respondents who were selected to participate in the quantitative approach had to be eligible in several criteria:

Recognize Cola brands

Consumed EST Cola in the last one month

Able to identify their favourite brand

Consume Cola products at least 3 times in the last 7 days

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Methodology: Sample Distribution

In order to meet the previously-stated objectives in a given period of time, and we would employ only face-to-face quantitative interview, we distributed all (100) surveys to this type of interview in a simple random sampling manner (SRS)

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Demographic

Out of 100 samples, 60% are male and 40% are female

Most respondents are 21-22 years old (52%), following by 19-20 years old (29%), and >20 years old (19%)

There incomes are as follows 5,000-10,000 (36%), 10,000 – 15,000 (35%), >15,000 (21%), and <5,000 (8%)

(D2,D3,D5)

60%

40%

Gender

Male Female

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Demographic

52%

29%

19%

Age

21-22 Years Old 19-20 Years Old

>20 Years Old

8%

36%

35%

21%

Income

<5,000 5,000-10,000 10,000-15,000 >15,000

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General Information

Preferred Cola Brand (S1)Top cola brand among the majority of the respondents are Coke, Pepsi, and EST.65% of the respondents rank Coke no.1, 63% rank Pepsi no.2, 64% rank EST. no.342% rank Big cola no.4

Top Four Cola Brands are (S3)

Male

Coke 60% Pepsi 32% EST. 7% Big 2%

FemaleCoke 55%Pepsi 35%EST. 10%Big 0%

Coke28%

Pepsi27%

EST.27%

Big Cola18%

Preferred Cola Brands

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General Information

Total

Male

Female

58%

60%

55%

33%

32%

35%

8%

7%

10%

1%

2%

Coke Pepsi EST. Big

Top Four Cola Brands (S3)

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General Information

Consumption (S4)69% of the respondents consumes cola 3-4 times a week31% of the respondents consumes cola >5 times a week

During the week (7 Days), how many times do you drink cola product?

69%

31%

3-4 Times a week > 5 Times a week

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Consumer behavior towards soft drink consumption

Preferred Location to purchase soft drink (Q1)

“Where do you usually purchase cola products? (Multiple Answers)”

Male

Convenient Store 68% Traditional Store 70% Canteen 47% Supermarket 25% Night Clubs 8% Restaurant 3% Vending Machine 0%

Convenient Store 80%Traditional Store 68%Canteen 48%Supermarket 33%Night Clubs 8%Restaurant 3%Vending Machine 1%

Female

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Consumer behavior towards soft drink consumption

Preferred Location to purchase soft drink (Q1)

“Where do you usually purchase cola products? (Multiple Answers)”

Total

Male

Female

73%

68%

80%

70%

70%

68%

47%

47%

48%

28%

25%

33%

8%

8%

8%

3%

3%

3%

1%

1%

Convenient Store Traditional Store Canteen

Supermarket Night Clubs Restaurant

Vending Machine

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Consumer behavior towards soft drink consumption

Preferred Packaging (Q2)

“What kind of packaging of cola products do you usually purchase? (Multiple Answers)”

Male

Can 52% Plastic bottle 53% Glass bottle 13% Separate glass 7%

Can 50% Plastic bottle 65% Glass bottle 5% Separate glass 10%

Female

Total

Male

Female

51%

52%

50%

58%

35%

65%

40%

13%

5%

8%

8%

10%

Can Plastic bottle Glass bottle Separate glass

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Consumer behavior towards soft drink consumption

How respondents usually consume Cola (Q4)

“How do you usually consume your cola drink? (Multiple Answers)”

Male

With meal 53% After meal 35% During the day 40% After Sport 8% As a mixer 13% Drink with ice 3% With movie 78%

With meal 53% After meal 28% During the day 40% After Sport 13% As a mixer 8% Drink with ice 0% With movie 80%

Female

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Consumer behavior towards soft drink consumption

Total

Male

Female

53%

53%

53%

32%

35%

28%

40%

40%

40%

10%

8%

13%

1%

13%

8%

2%

3%

0%

79%

80%

With meal After meal During the day After Sport As a mixer

Drink with ice With movie

How respondents usually consume Cola (Q4)

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Attitude among cola product

Which Brand you prefer the most? (Q5.1.1)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total

Total 0.56 0.37 0.07 0 0 0 1

Male 0.583 0.35 0.067 0 0 0 1

Female 0.525 0.4 0.075 0 0 0 1

You prefer the most

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Attitude among cola product

Which Brand do you usually purchase? (Q5.1.2)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No com-

mentTotal

Total 0.5 0.29 0.19 0 0 0.02 1

Male 0.346 0.192 0.423 0 0 0.038 1

Female 0.45 0.4 0.125 0 0 0.025 1

You usually purchase

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Attitude among cola product

Which Brand has the most attractive advertisement? (Q5.1.3)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No com-

mentTotal

Total 0.49 0.44 0.04 0 0 0.03 1

Male 0.533 0.35 0.067 0 0 0.038 1

Female 0.425 0.575 0 0 0 0 1

The most attractive advertisement

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Attitude among cola product

Which Brand has the most attractive packaging(Q5.1.4)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total

Total 0.44 0.3 0.15 0.01 0 0.1 1

Male 0.35 0.3 0.15 0 0 0.06 1

Female 0.575 0.3 0 0.01 0 0.04 1

The most attractive packaging(Q5.1.4

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Attitude among cola product

Which Brand is the healthiest cola product (Q5.1.5)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total

Total 0.15 0.03 0.09 0.12 0.02 0.59 1

Male 0.167 0.033 0.1 0.133 0.02 0.533 1

Female 0.125 0.025 0.075 0.1 0 0.68 1

The healthiest cola product

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Attitude among cola product

Which Brand has the most availability(Q5.1.6)

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total

Total 0.48 0.1 0.4 0 0 0.02 1

Male 0.417 0.117 0.433 0 0 0.033 1

Female 0.575 0.075 0.35 0 0 0 1

The most availability

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Attitude among cola product

Which Brand has the most income (Q5.2)

Assume the cola brands are individual persons

Coke

Pepsi

EST.

Big

RC

No comment

Total

25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total

Total 0.77 0.21 0.01 0 0 0.01 1

Male 0.767 0.217 0.017 0 0 0 1

Female 0.775 0.2 0 0 0 0.025 1

The most income

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Attitude among cola product

Which Brand matches the formal shirt(Q5.3.1)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.4 0.6 NaN NaN 0.28 0.72 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98 NaN NaN 0.03 0.97

Male NaN 0.417 0.583 NaN NaN 0.192 0.808 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98 NaN NaN 0.05 0.95

Female NaN 0.375 0.625 NaN NaN 0.275 0.725 NaN NaN 0.025 0.975 NaN NaN 0.025 0.975 NaN NaN 0 1

25%

75%

125%

175%

225%

275%

325%

The formal shirt

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Attitude among cola product

Which Brand matches the smart casual(Q5.3.2)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.46 0.54 NaN NaN 0.33 0.67 NaN NaN 0.12 0.88 NaN NaN 0 1 NaN NaN 0 1

Male NaN 0.5 0.5 NaN NaN 0.28 0.72 NaN NaN 0.117 0.883 NaN NaN 0 1 NaN NaN 0 1

Female NaN 0.4 0.6 NaN NaN 0.4 0.6 NaN NaN 0.125 0.875 NaN NaN 0 1 NaN NaN 0 1

25%

75%

125%

175%

225%

275%

325%

The smart casual

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Attitude among cola product

Which Brand matches the casual(Q5.3.3)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.33 0.67 NaN NaN 0.29 0.71 NaN NaN 0.26 0.74 NaN NaN 0.05 0.95 NaN NaN 0.02 0.98

Male NaN 0.317 0.683 NaN NaN 0.32 0.68 NaN NaN 0.27 0.73 NaN NaN 0.05 0.85 NaN NaN 0.03 0.97

Female NaN 0.35 0.65 NaN NaN 0.25 0.75 NaN NaN 0.25 0.75 NaN NaN 0.05 0.95 NaN NaN 0 1

25%

75%

125%

175%

225%

275%

325%

The casual

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Attitude among cola product

Which Brand matches the hipster(Q5.3.4)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.21 0.79 NaN NaN 0.2 0.8 NaN NaN 0.36 0.64 NaN NaN 0.12 0.88 NaN NaN 0.04 0.96

Male NaN 0.25 0.75 NaN NaN 0.18 0.82 NaN NaN 0.35 0.65 NaN NaN 0.13 0.87 NaN NaN 0.05 0.95

Female NaN 0.15 0.85 NaN NaN 0.23 0.78 NaN NaN 0.375 0.625 NaN NaN 0.1 0.9 NaN NaN 0.03 0.98

25%

75%

125%

175%

225%

275%

325%

The hipster

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Attitude among cola product

Which Brand matches the shorts tank top(Q5.3.5)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.12 0.88 NaN NaN 0.13 0.87 NaN NaN 0.13 0.87 NaN NaN 0.29 0.71 NaN NaN 0.24 0.76

Male NaN 0.08 0.92 NaN NaN 0.15 0.85 NaN NaN 0.12 0.88 NaN NaN 0.27 0.73 NaN NaN 0.23 0.77

Female NaN 0.18 0.83 NaN NaN 0.1 0.9 NaN NaN 0.15 0.85 NaN NaN 0.325 0.675 NaN NaN 0.25 0.75

25%

75%

125%

175%

225%

275%

Chart Title

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Attitude among cola product

Which Brand matches the trendy(Q5.3.6)

Assume the cola brands are individual persons

Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No

Total NaN 0.3 0.7 NaN NaN 0.33 0.67 NaN NaN 0.19 0.81 NaN NaN 0.02 0.98 NaN NaN 0.01 0.99

Male NaN 0.28 0.72 NaN NaN 0.37 0.63 NaN NaN 0.18 0.82 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98

Female NaN 0.33 0.67 NaN NaN 0.275 0.725 NaN NaN 0.2 0.8 NaN NaN 0.03 0.97 NaN NaN 0 1

25%

75%

125%

175%

225%

275%

325%

The trendy

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Attitude among cola product

Which Brand matches the income below 5,000(Lowest income) (Q5.4.1)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.01 0.99 NaN NaN 0.03 0.97 NaN NaN 0.11 0.89 NaN NaN 0.26 0.74 NaN NaN 0.42 0.58

Male NaN 0 1 NaN NaN 0.05 0.95 NaN NaN 0.12 0.88 NaN NaN 0.2 0.8 NaN NaN 0.47 0.53

Female NaN 0.03 0.98 NaN NaN 0 1 NaN NaN 0.1 0.9 NaN NaN 0.35 0.65 NaN NaN 0.35 0.65

25%

75%

125%

175%

225%

275%

325%

The income below 5,000

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Attitude among cola product

Which Brand matches the income above 50,000(Highest income) (Q5.4.6)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.57 0.43 NaN NaN 0.25 0.75 NaN NaN 0.04 0.96 NaN NaN 0.02 0.98 NaN NaN 0.01 0.99

Male NaN 0.6 0.4 NaN NaN 0.22 0.78 NaN NaN 0.03 0.97 NaN NaN 0.02 0.98 NaN NaN 0 1

Female NaN 0.52 0.48 NaN NaN 0.3 0.7 NaN NaN 0.05 0.95 NaN NaN 0.03 0.98 NaN NaN 0.03 0.97

25%

75%

125%

175%

225%

275%

325%

The income above 50,000

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Attitude among cola product

Which Brand has age below 15(Youngest) (Q5.5.1)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.07 0.93 NaN NaN 0.07 0.93 NaN NaN 0.37 0.63 NaN NaN 0.09 0.91 NaN NaN 0.11 0.89

Male NaN 0.08 0.92 NaN NaN 0.07 0.93 NaN NaN 0.38 0.62 NaN NaN 0.07 0.93 NaN NaN 0.08 0.92

Female NaN 0.05 0.95 NaN NaN 0.08 0.92 NaN NaN 0.35 0.65 NaN NaN 0.12 0.88 NaN NaN 0.15 0.85

25%

75%

125%

175%

225%

275%

Age below 15

35

Attitude among cola product

Which Brand has age between 40-50 (Oldest) (Q5.5.6)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.25 0.75 NaN NaN 0.12 0.88 NaN NaN 0.01 0.99 NaN NaN 0.13 0.87 NaN NaN 0.11 0.89

Male NaN 0.22 0.78 NaN NaN 0.08 0.92 NaN NaN 0.02 0.98 NaN NaN 0.15 0.85 NaN NaN 0.15 0.85

Female NaN 0.3 0.7 NaN NaN 0.18 0.83 NaN NaN 0 1 NaN NaN 0.1 0.9 NaN NaN 0.05 0.95

25%

75%

125%

175%

225%

275%

325%

Age between 40-50

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Attitude among cola product

Which Brand is male(Q5.6.1)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.66 0.34 NaN NaN 0.6 0.4 NaN NaN 0.44 0.56 NaN NaN 0.38 0.62 NaN NaN 0.4 0.6

Male NaN 0.77 0.23 NaN NaN 0.6 0.4 NaN NaN 0.55 0.5 NaN NaN 0.45 0.55 NaN NaN 0.47 0.53

Female NaN 0.5 0.5 NaN NaN 0.6 0.4 NaN NaN 0.35 0.65 NaN NaN 0.28 0.73 NaN NaN 0.3 0.7

25%

75%

125%

175%

225%

Male

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Attitude among cola product

Which Brand is female(Q5.6.2)

Assume the cola brands are individual persons

coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No

Total NaN 0.19 0.81 NaN NaN 0.12 0.88 NaN NaN 0.14 0.86 NaN NaN 0.06 0.94 NaN NaN 0.06 0.94

Male NaN 0.08 0.92 NaN NaN 0.13 0.87 NaN NaN 0.12 0.88 NaN NaN 0.03 0.97 NaN NaN 0.03 0.97

Female NaN 0.35 0.65 NaN NaN 0.1 0.9 NaN NaN 0.18 0.83 NaN NaN 0.1 0.9 NaN NaN 0.1 0.9

25%

75%

125%

175%

225%

275%

Female

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Deciding Factor: Overall

Overall, the top 5 important factors from a likert scale rating questions in choosing to purchase the cola products are (received highest % in top 2 boxes)

Flavor 90%Cleanliness 89%Availability 89% Familiarity with the brand 81%Reputation of the brand 80%

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Deciding Factor: Overall

Reputation

Family Influence

Creativity of Advertising

Friend/ social influence

Package

Size

Price

Availability

Flavor

Familarity

Cleanliness

Communication Tools

Brand Ambassador

Sales Promotion

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

17.00%

28.00%

31.00%

30.00%

26.00%

31.00%

34.00%

9.00%

6.00%

18.00%

9.00%

39.00%

41.00%

35.00%

42.00%

26.00%

33.00%

30.00%

39.00%

40.00%

26.00%

30.00%

39.00%

47.00%

23.00%

28.00%

20.00%

33.00%

38.00%

9.00%

22.00%

14.00%

24.00%

22.00%

25.00%

59.00%

51.00%

34.00%

66.00%

15.00%

7.00%

12.00%

T2B Mean

45% 3.24

27% 2.9

43% 3.35

89% 4.53

81% 4.13

90% 4.37

89% 4.45

51% 3.58

62% 3.75

63% 3.74

44% 3.18

55% 3.55

35% 2.82

80% 4.15

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Deciding Factor: Most Important

FlavorCleanliness

AvalibilityFamilarity

Reputation

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%6.00%9.00%9.00%

18.00%17.00%

39.00%23.00%

30.00%47.00%

42.00%

51.00%66.00%

59.00%34.00%

38.00%T2B80%81%89%89%90% 1st rank 20%

2nd rank 19%3rd rank 14%

“Flavor” is the most important factor that MUIC respondents are concerned in purchasing a cola drink, 90% rated flavor as important and very important. The second and third rank are Availability and Cleanliness, both being 89%.

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Deciding Factor: Least Important

Family Influence

Brand Ambassador

Friend/ social influence

Sales Promotion

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%28.00%

41.00%

30.00%

35.00%

26.00%

20.00%

30.00%

33.00%

9.00%

7.00%

14.00%

12.00%

The two variables that incur in generating cost for the company are sales promotion and brand ambassador. From the survey, Brand ambassadors and Sales Promotion has no effects on RD (it has a high number in B2B) in when purchasing a cola prod-uct. However, since EST. cola is in the introductory stage, it is better for the brand if the ambassadors is a top tier figure and is extremely well known.

B2B20%25%32%37%

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Related Terminology

After having gone through the study, we asked respondents to identify terms that may be unclear to us.

“Reputation of the brand” “Familiarity with the brand” “Creativity of advertising”

43

Attitude/perception towards EST. cola

Attitude/perception towards EST cola– What do you think of Est.’s taste?– Would you serve Est as a cola product if you own a restaurant? Why?– In your opinion, what are the unique characteristics of Est cola?

44

Attitude/perception towards EST. cola

There are 15 main attitude or perception towards EST. Cola which are as follow:

Tasty: 10% Not tasty: 12% So so: 14% Too fizzy: 2% Not fizzy: 11% Flat Taste: 7% Too sweet: 22% Taste like coke: 4%

Taste like Pepsi: 8% Taste all the same: 6% Sweeter than pepsi: 3% Coke is better: 3% Taste like cola candy, mentos: 7% Not good: 6% Weird: 3%

One person can have many attitude

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8%

59%

12%

20%

Perception towards Est.

TastyNot tastySo soCompare taste to other brand

not tasty

not fizzy

too sweet

not good

0% 5%10%

15%20%

25%30%

35%

17%3%

16%10%

31%10%

9%

Not tasty

taste like Coke

Taste like Pepsi

Taste all the same

Sweeter than Pepsi

Coke is better

0 0.1 0.2 0.3 0.4 0.5

0.2

0.4

0.3

0.15

0.15

Compare taste to other brands

46

Related terminology

“Tasty”

Some respondents cannot define the reason for tasty. They don’t know neither it’s just enough sweet level or fizzy level. They just prefer drinking Est. cola.

“Not tasty” Some respondents do not like drinking Est. but cannot tell the specific reason. They

just know that they tested it and they do not like it.

“So so” In this case, so so somehow means drinkable, if there est.’s available for them they

can drink it.

“Too fizzy” Est. cola is too sparkling

47

Related terminology

“Not fizzy”

Est. cola has too little carbon dioxide or gas

“Flat taste” Negative perception towards Est. telling that the taste of Est. is not strong, in some case,

people say est. almost has no taste.

“Too sweet” Many respondents has negative perception towards est. as it is too sweet. As specific,

22% think Est. is too sweet.

“Taste like coke” Taste of Est. cola cannot be differentiated from Coke

48

Related terminology

“Taste like coke”

Taste of Est. cola cannot be differentiated from Coke

“Taste like Pepsi” 8% of respondents said Taste of Est. cola cannot be differentiated from Pepsi

“Taste all the same” 6% of respondents cannot differentiate cola’s taste from different brands

“Sweeter than Pepsi” 3% of respondents be more specific on too sweet perception and compare sweetness

with Pepsi brand

“Coke is better” 3% of respondents believe Coke is better than Est. cola

49

Related terminology

“Taste like cola candy, Mentos”

7% of respondents, tasted cola Mentos before and after drinking Est. cola they found the tastes of two are similar

“Not good” Few number of respondents said the taste is not good, but they did not say it is not

tasty. They can drink est. but they have negative perception towards Est.’s taste.

“Weird” To be specific, 3% of respondents cannot tell how Est. taste like, but they are not familiar

with it so they said it’s weird. This is another negative perception towards Est.’s taste.

50

Attitude/perception towards EST. cola

Assume that respondents own a restaurant, will they serve Est. as their cola drink?

34%

66%

Would you serve Est.?

yes no

51

Attitude/perception towards EST. cola

There are 12 reasons for people to choose or not to choose Est. as a product in their restaurant

Est. is cheaper: 4% Est. is good: 8% Prefer Coke: 23% Prefer Pepsi: 16% taste: 31%

Availability: 10% Thai brand: 3% newness: 18% not popular enough: 11%

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34%

66%

Would you serve Est.

yes no

Prefer Coke

Prefer Pepsi

Taste

not popular enough

0% 10% 20% 30% 40% 50%

21%

24%

47%

17%

Reason for "No"

Est. is cheaper

Est. is good

Availability

Thai brand

Newness

0% 10% 20% 30% 40% 50% 60%

12%

24%

29%

9%

53%

Reason for “Yes”

53

Related terminology

“Taste”

In this case, it is a negative perception, meaning respondents do not like the taste of Est.

“Thai brand” It is a position perception, some people like products from Thai and would like to

support them.

“Newness” Newness also is a positive perception towards Est. as some people think trendy is good

and serving trendy products can bring trendy people to the restaurant.

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How people perceive unique characteristics of EST.

Trendy

Copy pepsi

Thai brand

Sweet taste

Appearance/ Color

Brand / Name

Availability

Cheaper price/ better deal

Advertisement

0% 5% 10% 15% 20% 25% 30%

FemaleMaleTotal

55

Brand comparison

Three brands are compared to see positioning of each brand and effectiveness of advertising, looking through the following factors.

Has clear characteristic Has clear target market Brand ambassador represent the characteristic well Send out easy to decode message Launch easy to remember ads

56

Brand comparison

clear

chara

cteris

tic

clear

targe

t mark

et

Brand am

bassad

or rep

resen

t bran

d well

Send out e

asy to

decode m

essag

e

Launch

easy

to remem

ber ad

s 0%

20%

40%

60%65%

38% 35%

51% 49%

24%

46% 44%37% 41%

11% 16% 21%12% 10%

Coke Pepsi Est.

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Related terminology

“Has clear characteristic” It means when referring to cola brands which cola brand you can see clear picture such

as color, what group of people would like them. “Has clear target market”

In this part, we would like to know whether respondents know which group of people Coke, Pepsi, and Est. serve and which one has the clearest target group that general people can understand

“Brand ambassador represent the characteristic well” Referring to the clear characteristic above, whose brand ambassador can represent that

characteristic well, for example, lively brand, can the presenter communicate liveliness out?

58

Related terminology

“Send out easy to decode message” For this part, we would like to know which brand’s advertisement is easy for MUIC

students to understand

“Launch easy to remember ads” Advertisement might be easy to understand, yet may be not easy to recall. So we would

like to know which advertisement can catch audience attention well, so that we can analyze it later.

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Summary & Conclusions

Objective: Consumer behavior towards soft drink consumption

Top cola brand among the majority of the respondents are Coke, Pepsi, and EST.

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Summary & Conclusions

Objective: To find the attitude among cola products. To find how consumers attitude about EST. cola product.

The cola brand which consumers prefer and aware the most is Coca Cola. Pepsi is the second place and third is Est cola. Coca Cola attributes around 50% in almost every are in Q5.1-5.6. Which Brand you prefer the most, which brand do you usually purchase, which Brand has the most attractive advertisement, which Brand has the most attractive packaging, which Brand is the healthiest cola product and which Brand has the most availability these are the some of question that Coca cola takes first place. Est. cola is preferred by male more than female. Furthermore, Est cola is more awareness than the old cola product in Thailand such as Big cola and RC.

61

Summary & Conclusions

Objective: Attitude/perception toward EST cola For attitude of Est.’s taste, more than half of respondents do not like the taste, only 9% like its

taste and 12% said it is so so. 20% of respondents feel the taste somehow is similar to other cola brand such as Coke and Pepsi

For people who do not like the taste, the major reason is because it is too sweet and not fizzy The brand that taste the most similar to Est. is Pepsi. This implies that Sermsook, company

once produced Pepsi, may find out Pepsi’s formula, and use it with Est. after deciding not to prolong contract.

If the respondents own the restaurant, 66% will not supply Est. as a cola drink, only 34% will supply Est.

The main reason for supplying Est. is their newness and availability. Newness will be gone by the time pass by, so availability should be focused intensively.

The reason for not supplying Est. is their taste which previously said it’s too sweet, and not fizzy. Moreover, some respondents even feel weirdness such as taste like cola candy.

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Summary & Conclusions

Most people perceive unique characteristic of Est. as a Trendy cola brand, followed by Thai brand. Thai people know Est. is Thai brand, and according to the reason for supplying Est. Thai brand is also one of the reason, even it’s not much in terms of percentage but Thai still support Thai. So if Est. can overcome their weakness which customer do not satisfy, there will be a great opportunity for Est. to beat the market as it is Thai owned brand.

For Brand Comparison, Est.’s clear characteristic, clear target market, Brand ambassador, and advertising still lack far behind Coke and Pepsi as time to market is much later and customer already feel familiar with the previous cola brand. With the percentage we can see clear space for improvement which are still focusing on advertising to strengthen position of the brand.

63

Recommendation

Attitude towards Est.’s taste is hard to change, therefore we recommend Est. to improve a little bit about level of sweetness, and suggest more choice for customer for example Est. Zero, or low sweetness for the one who do not like too much sweet. More than half of respondents have negative perception towards taste of Est. So reinforcing position feeling advertisement could be the way to change customer’s perception such as using emotional advertisement focusing on lively and cool as target group is teenager, young and new generation. With more positive perception towards brand, we believe it can overcome negative perception towards Est.’s taste

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Recommendation

For B2B business plan, even though the research said 34% of respondents will serve Est. as a cola drink, but generally, we see Est. in most of the restaurants we go and when we ask for Pepsi, waiter will say there’s est. only, are you ok with Est.? According to the news, the owner of Est. once work for Pepsi for such a long time before the contract was ended. So the owner and the company have a very good logistic system through out Thailand. Therefore, Est.’s distribution channel is their strength. The result is confirmed with the graph saying availability is one of the main reason people choose to supply Est.

We recommend Est. to focus on their strength, distribution channel, and may tie in with their other products such as Chang, and their alcohol product just like what they did before. So all distributor will have to sell est. if they want to sell other product like Chang which currently have a very high market share. So this will be the way to lock a store to sell our product throughout Thailand.

For the one that do not prefer Est., we believe that if the position of Est. is stronger using advertisement, then more people will accept our product, restaurant’s demand will shift towards Est. for sure.

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Appendixes

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22nd March 2013For Marketing Research II (Aj. Varavuth Chintaradeja)

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Tel: 66 (0) 2441 5090 Fax: 66 (0) 2441 9745